The Synergy of Sustainability and Societal Marketing

The study of this thesis highlights the direct importance of Sustainable Development in businesses. Sustainability presented here is concerned about the future based on three dimensions: Society,
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The study of this thesis highlights the direct importance of Sustainable Development in businesses. Sustainability presented here is concerned about the future based on three dimensions: Society, Economy and Environment. For this reason it employs the Societal Marketing Concept instead of the traditionally used Selling Concept as a marketing strategy. Selling products is not the only concern of companies anymore. They need to understand the needs of consumers and of society in order to satisfy them. It also utilizes the Corporate Social Responsibility model as one of the fundamental tools for the company to develop its business. Furthermore, this study exposes the essential meaning of Business Ethics when dealing with Sustainability. It is extremely significant for a company to practice Business Ethics otherwise it will have negative results resulting from its behavior. This thesis not only emphasizes Societal Marketing and Sustainability as two disconnected scopes; it also highlights the synergy between them. Synergy is defined as the sum of two and two equaling to five - Yes, five. This means that synergy is a method of combining different business sectors in a way that delivers unexpected results, innovation, and a competitive advantage that all companies seek. Understanding the essential need of synergy and the application with Sustainability and Societal Marketing this study forges a Sustainability Sweet Spot. This synergy between Sustainability and Societal Marketing works in real companies by achieving new products and management methods, as shown in a case study of Natura Cosmetics, a successful Brazilian Company that a leads its industry.

Good Afternoon. My name is Liliana and today I am going to defend my Thesis about the synergy of sustainability and societal marketing to increase the competitive advantage and present a case study of a Brazilian Company Natura Cosmetics. My supervisor in professor Cheng Guoping.

Do you know?

a new species goes to extinct every 20min

Over than 1 billion people have very limited or no access to fresh water or food

And recently some countries are experience economic crisis

By those facts, I made myself a question: are we sustainable?!

Trying to understand this question, I developed this research based on 6 chapters. The main point of this, is manage the sustainability in synergy with societal marketing with competence and responsibility increasing the competitive advantage.

TBL is that is represents the idea that business does not have one single goal – namely adding economic value – but that it has an extended goal set which necessitates adding environmental and social value too.

Why it is so Important? Although those who think sustainability is only a matter of pollution control are missing the bigger picture . Increasingly, the scourges of the late twentieth century – depleted farmland, fisheries, and forest; chocking urban pollution; poverty; infectious disease; and migration – are spilling over geopolitical borders.

(1) There is nothing wrong with corporate charity, but the sustainable company conducts its business so that benefits flow naturally to all stakeholders, including employees, customers, business partners, the communities in which it operates, and of course, shareholders.

Achieve the needs of society requires that the organization understands that it also involves satisfying the demands of consumers, and also worry about the environment. Pollute air, water and land, besides being harmful to nature, is to society. That affects directly the company and the economy. Therefore, the importance of understanding the essentiality of the synergy between these factors is more than corporatism or business ethics; indeed it is about the future investment and profits of the organization

The sustainability actions of Natura are not isolated. Those are part of it values and directly interfered with the strategic decisions of the company. These strategies are also aligned with the vision of the Government, therefore, the identification of the priority themes for sustainability is the result of a structured process of stakeholder engagement. And our current issues priority is climate change, the Amazon, biodiversity, education, the impact of products and quality of relationships.

Since 2007, when we created the Carbon Neutral Project, we began to neutralize GHG emissions throughout the entire chain, from the extraction of raw materials and packaging materials to the final destination of products and packaging. Our goal is to reduce relative GHG emissions by 33% by 2011, with a base date of 2006. In 2009, we surpassed our reduction target of 3% and registered a 5.2% reduction in our relative GHG emissions, i.e., CO2 kilo per product billed kilo [68]

20.
The Synergy Method: Working Together Represents a dynamic process and it involves joint action in which the total effect is greater than the sum of effects when acting independently creating an integrated solution.

26.
Principles and Vision Create and sell products and services that promote well being/being well. Well-being is the harmonious, pleasant relationship of a person with oneself, with one’s body. Natura will be an international brand, identified with the community of people who are committed to the construction of a better world, based on a better relationship with themselves, with others, with nature of which they are part, with the whole.

32.
Sustainability Sweet Spot Be a Company that sells carbon neutral products. The goal is to reduce GHG emission by 33% by the year 2011. Be a Sustainable Company Reduce the emission of greenhouse gases to the environment